'Sadhanam Kayyilundo?': Mathrubhumi launches high-impact anti-drug campaign

Mathrubhumi's innovative anti-drug campaign has garnered widespread acclaim, injecting fresh energy into the social movement against substance abuse.

Primarily focused on educating parents, the campaign features youth icon Roshan Mathew and distinguishes itself through a unique, realistic approach that avoids the typical over-dramatization of drug issues.

The initiative cleverly presents vital, actionable intelligence in an engaging format. This includes the code words and slang used by young people (especially school students), practical tips for identifying users, information on drug pricing, and advice on monitoring financial transactions.

"We aim to go beyond mere warnings and public appeals. The goal of this campaign is to arm parents with the specific knowledge they need to win this fight," commented M.V. Shreyams Kumar, managing director of Mathrubhumi.

“While most anti-drug campaigns target the users, we wanted to speak to those who are most likely to be able to spot the trouble at an early stage. Of course, kids might change their slang after this, but at least we can give parents a headstart,” said Raju Menon, MD, Maitri Advertising.

The short film, conceptualised by Maitri Advertising Works for Mathrubhumi, has already sparked significant public debate. The core message is clear: the most effective way to influence children about the dangers of drugs is through the people closest to them—parents, families, and teachers—who know them best.

Agency Credits:

• Agency: Maitri Advertising Works Pvt. Ltd. 
• Managing Director: Raju Menon 
• Director - Ideation: Venugopal R 
• COO: Jaya Kumar 
• Creative Director: Francis Thomas 
• Head(Digital & Creatives): Ajay Sathyan 
• Associate Ideation Director: Sunu AV
• Concept & Script: Harikrishnan PV 
• Ideation Supervisor: Ajaykrishna Rajeev 
• Media Planners: Sreerag M,  Irfan Sabeel